Vishwakarma Business Review

Abstract

India is an emerging wine market in the New World countries of Asia. The Indian wine industry is in the nascent stage in terms of the area, production and marketing of wines. Eighty percent of the consumption is confined to cities. Yet, there is an increasing awareness about wine as a product in the domestic market. India is the second largest populated country with a population of 1.2 billion people. The annual consumption of wine averages about 7 million liters of Indian and about 1.5 million liters of Imported wines. This translates to less than 1 million cases of wine. This is in stark contrast to about 120 million Cases of hard liquor like Whiskey, rum and vodka being consumed every year and over 105 million cases of Beer. The Indian wine market has grown in leaps and bounds over the last decade. The first wineries in India were established in the 1980s and for the next twenty years, till 2000 there were just six operating wineries. The decade following 2000 saw an increase in wineries jump to over 90. This paper is a study to understand the perceptions wine consumers in Pune city have about wine.

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Abstract

It is well known fact that the success of any business organization stems from company's ability to understand and influence consumer behaviour. This study is needed to consider when designing and implementing marketing programs. Failure to understand the dynamic buyer behaviour and improper allocation and coordination of resources will lead the organization to great losses. There are three sections of consumer behaviour that need to be addressed carefully psychological influences, socio-cultural influences and situational influences. The marketers have to go through a number of challenges in selling products like 'cosmetics' as they have to be applied directly on human skins, body and other parts. There is a perceived risk of dissatisfaction in the consumers as far as its benefits are concerned. It is necessary to study the consumer buying decision process in this regard.

The market for male cosmetic products, although still niche in India, is growing and evolving. Male consumers are placing greater importance on looking good and the personal care aspects of improved health and wellness. Understanding male needs, attitudes and behaviors towards grooming will open up new commercial avenues in this under-served arena. The male cosmetics market, while exhibiting strong potential, needs a markedly different approach in order to succeed compared to the mature female market, due to some substantial differences in attitudes and behaviors that exist across genders.

This study focuses on select male consumers emerging from the college-going students of age group ranging from 16 to 26 years.

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